데일리카 ID가 없으신 분은 회원가입 후 이용해 주십시오.
 회원가입     아이디찾기 
회원 ID
Kia Kia Motors rises to 69th in Interbrand’s 2016 Best Global Brands report
2016-10-05 16:57
[포토기사]   2,675       
[사진] 기아차, 글로벌 브랜드 60위권 첫 진입

The global value of the Kia Motors brand has grown by 12% over the last year, according to Interbrand’s exclusive list of the 100 ‘Best Global Brands’.

According to the 2016 study, released today, Kia has risen five spots to become the 69th most valuable brand in the world. The Korean manufacturer’s estimated brand value grew from US$5.7 billion in 2015 to US$6.3 billion in 2016.

This represents a seven-fold (603%) increase since 2006, the year in which the brand declared design-driven management as a key strategy behind the company’s future growth.

“Despite economic uncertainty and stagnation in the automotive market across a number of regions, this welcome rise in Kia’s brand value is a clear reflection of extensive company-wide efforts to ensure consistent and continuous growth in our brand power. This result provides us with further motivation to continue our mission to become the most desirable automotive brand in the eyes of consumers,” said Charles Suh, Senior Vice President of the Corporate Marketing Division, Kia Motors.

Mike Rocha, Global Director of Brand Valuation, Interbrand, said, “Kia’s impressive growth in brand value in recent years can be seen as a direct result of consumers’ strengthening attachment to the highly desirable designs and features of Kia’s product line-up, and engagement with worldwide communications activities centered on developing the brand’s image. Kia’s brand performance in the European market in particular has been driven by a strong SUV line-up, as well as engaging experiential customer communications programs, on- and off-line.”

■ Vibrant, distinctive, reliable - illustrating Kia’s brand attributes

This significant - and sustained - growth is a result of company-wide efforts to strengthen the brand and cultivate a more emotional attachment to Kia and its products among consumers. Since 2012, Kia’s global brand campaign, A Different Beat, has enabled the company to emphasize the vibrant, reliable and distinctive nature of its cars.

Perhaps the most important achievement over the last 12 months has been Kia’s first-place ranking in the USA’s J.D. Power 2016 Initial Quality Study. Ranked ahead of all other manufacturers, this marks the first time in 27 years that a non-premium brand has taken the top spot in the automotive industry’s benchmark evaluation of new vehicle quality.

Kia’s rise to the top of this year’s ranking was driven by class-leading performances from the Sportage compact crossover and Soul urban crossover.

Kia was also named by J.D. Power as the third highest ranking brand among all non-premium manufacturers in its Automotive Performance, Execution and Layout (APEAL) awards for new vehicle satisfaction in the USA.

Kia’s excellence in design continued to be recognized in 2016, with the all-new Sportage and Optima sedan both receiving influential ‘red dot’ and ‘iF’ design awards. Other new products and technologies further enhanced the brand’s image, with the company launching the Niro hybrid utility vehicle and the all-new Cadenza.

At the 2016 Consumer Electronics Show (CES), Kia presented its vision for future autonomous driving technologies, and announced its new ‘DRiVE WISE’ sub-brand, embodying Kia’s philosophy to realize intelligently safe vehicles with Advanced Driver Assistance Systems (ADAS).

The expansion of the company’s ‘GT’ model line-up - with high-performance turbocharged engines, sports suspensions, and performance-inspired design - has further boosted the desirability and dynamism of the Kia brand.

To accompany the ongoing growth in the company’s product line-up, and increased capabilities of each vehicle, official partnerships with the world’s most high-profile sporting events have provided additional momentum to the growth of the Kia brand.

Sponsorship arrangements with FIFA, UEFA, NBA, LPGA and the Australian Open tennis championship have provided the company with a wealth of opportunities to engage with the company’s young-at-heart target customers across the globe.

by Kim, Ji-Won   kimjiwon@dailycar.co.kr
클래스가 다른; 자동차 뉴스 채널 데일리카 http://www.dailycar.co.kr
본 기사를 이용하실 때는 출처를 밝히셔야 하며 기사전재 및 재배포를 금합니다.
  • 람보르기니, 프란치스코 교황을 위한 우라칸 공개..바티칸에 기증
  • 스토닉 가솔린, 이달 30일 출시 확정..판매 가격은?
  • 타타, 패러데이 퓨쳐 인수설 공식 부인..그 배경은...
  • BMW, iX1부터 iX9까지 상표 등록..친환경 SUV 모델 대거 추가 계획
  • PSA, 2024년까지 오펠 라인업 친환경차로 구성..이유는?
  • 애스턴 마틴, ‘발키리 AMR Pro’ 데뷔 계획..극한의 성능 ‘기대’
  • 현대차의 중국 전략차 ‘ix35’..국산 SUV ‘투싼’과의 차이점은?
  • 제네시스, 두바이모터쇼서 ‘G70’ 해외 최초 공개..고급차 시장에 ‘도전장’